Recent pet events. As third spaces, malls should also serve the community's social needs, says Allgreen's Tho Leong Chye. (Photos: Tanglin Mall, Pasir Ris Mall, Great World)
Dogs in strollers, cats in carriers and weekend marketplaces stocked with treats and toys — more malls in Singapore are welcoming a new category of visitors.
Alongside art installations, farmers' markets and K-pop pop-ups, pet-friendly programming is gradually becoming a fixture in the retail scene.
On a weekend earlier this year, Tanglin Mall's outdoor pedestrian area hosted its second edition of Dog Fiesta Carnival, drawing pet owners and their beloved companions from across the island to Tanglin Road.
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Weeks later, in the heartlands, Pasir Ris Mall held its own outdoor gathering, Picnic Pawty. It drew families, couples and long-time residents in the town, many of whom were already regular patrons of the mall.
Picnic Pawty in Pasir Ris (left) in April 2026, and the sports-themed Dog Fiesta Carnival in Tanglin in March 2026. (Photos: Pasir Ris Mall, Tanglin Mall)
"Malls are increasingly about experiences and community, not just retail," says Tho Leong Chye, managing director of Allgreen Group, whose retail portfolio includes Tanglin Mall, Pasir Ris Mall and Great World.
As they play an important role as third spaces, malls "must serve not just the retail needs, but also the social needs of the community" around them, he continues.
One of Singapore’s largest property developers, Allgreen is also behind numerous residential projects such as the upcoming Promenade Peak near Great World. The Pasir Ris 8 mixed-use project, which includes a condo and Pasir Ris Mall, is jointly developed by Allgreen and Kerry Properties.
In the heartlands, Picnic Pawty at the central greenway featured educational workshops, pet contests and music performances. (Photo: Pasir Ris Mall)
There is more to pet-friendly programming than a feel-good, one-off weekend activation. From adoption drives and obedience showcases to permanent water fountains and designated pet lifts, such initiatives are also influencing the design and use of retail spaces.
Allgreen began incorporating curated pet-related events in 2025, and has since rolled out the concept to multiple properties.
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"We’ve definitely seen pets becoming a much bigger part of everyday life in Singapore; many members of our team are also pet lovers and they own cats or dogs," Tho says in an interview with EdgeProp Singapore.
"As a community-focused mall operator, we want to cater to the evolving interests and needs of our shoppers," he adds.
Pet lovers from across Singapore headed to centrally located properties such as Tanglin Mall and Great World to join the events, according to Tho. (Photo: Tanglin Mall)
It comes as shoppers increasingly see malls as places to meet, connect and spend time as well.
Likewise, other developers, asset owners and operators have been paying attention and making room for four-legged visitors. At One Holland Village (OHV), which opened in late 2023, the retail component was conceptualised to be pet-friendly with an open-air design that allows leashed dogs to rest and roam in common areas.
OHV has leash hooks, lift access for pets and pet drinking fountains. In December 2025, the four-day Big Furry Festival took place across the wider Holland Village neighbourhood, with activities such as the gift exchange, film screening and marketplace located at OHV.
VivoCity, meanwhile, welcomes animals indoors if they are hand-carried, placed in a carrier or secured in a stroller at all times. A dedicated pet lift is available, and selected F&B outlets allow pets within their premises. Outdoors, leashed pets can explore common areas. A designated pet relief area is on the third level.
Last year, a regulatory easing has also lowered the barrier for more malls and tenants to follow suit. From January 2025, retail food businesses in Singapore no longer had to seek additional approval from the Singapore Food Agency to allow patrons to bring pets along for dine-in at outdoor refreshment areas if they are not serving pet food.
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Industry observers have noted increased consumer spending on pet care, food, and lifestyle products — a segment pulling in retail and investment attention.
For mall operators, this presents a balancing act: how to accommodate pet owners without losing sight of other shoppers’ needs, and to convert pet-focused traffic into retail uplift.
At Allgreen, the aim is to create opportunities for pet owners and the wider community to connect over shared interests, while continuing to make its spaces feel welcoming and engaging for all visitors, Tho notes.
Activities at The Purrtown included a best dressed cat contest and feline-safe craft workshops. (Photo: Great World)
Allgreen's programming mix has included The PurrTown, a cat-themed weekend held this March at Great World.
It featured a marketplace, adoption drives, lighthearted contests, expert sharing sessions on topics such as responsible homing and feline oral health, grooming services, and exclusive shopping perks for so-called "pawrents".
In April, Picnic Pawty at Pasir Ris Mall layered live music, obedience showcases, educational workshops, pet and owner caricatures, and carnival-style games into the usual pet marketplace line-up.
And at the sports-themed Dog Fiesta Carnival this March at Tanglin Mall, attendees could watch or take part in challenges such as dog frisbee and dog mini soccer, as well as a dog obedience competition with an international judge. The festivities also included magic shows and live music.
Pet owners tend to gravitate towards a blend of experiential and practical activities.
In particular, there is "a strong leaning towards experiences that allow them to actively participate with their pets", Tho points out. These are often fun, interactive formats that create shared moments and align with the broader consumer shift towards more experiential engagement.
At the same time, practical and educational content, such as grooming demonstrations, obedience training and pet-care tips, continues to attract consistent interest — especially when it is delivered in a welcoming and accessible setting.
The response to Allgreen's pet-related events has been "positive and encouraging", with strong turnouts at recent events, Tho says.
He observes that the audience has been "quite diverse" — a mix of pet owners, families, couples and residents from the surrounding estates.
"We even get visitors coming from further afield", with pet lovers travelling from other parts of Singapore to centrally located properties like Great World and Tanglin Mall, Tho says.
Great World, a mixed-use development with a six-storey shopping mall, office towers and a serviced apartment complex. (Photo: Samuel Isaac Chua/EdgeProp Singapore)
Aside from attendance, such programming has also generally contributed to higher mall engagement, especially in terms of footfall and dwell time over the event weekends.
For example, at Pasir Ris Mall, Picnic Pawty helped draw visitors beyond the property’s regular neighbourhood catchment area.
That event also brought pet programming to the heartlands — driven by rising pet ownership islandwide, the growing role of pets as important members of the family, and the changing expectations of neighbourhood amenities.
According to Tho, Picnic Pawty was well received by Pasir Ris residents. For some, being able to include their furry companions in a familiar community space made for a "refreshing and heartwarming experience", he adds.
The high-spirited weekend atmosphere belies the extensive planning and coordination needed to pull such events together.
Allgreen begins promoting each pet-focused activation at least a month in advance, to allow pet owners to plan their visit and also give other shoppers sufficient notice that pets will be around the property on those dates.
The programmes are designed with the comfort of both shoppers and animals in mind. Allgreen works closely with partners and operational teams on elements such as crowd flow, layout planning and hygiene, while making sure there is sufficient space for movement and rest for everyone.
Dog-focused activities are typically held outdoors, while cat events may be staged within the mall, with visitors bringing their cats in carriers and strollers.
At Tanglin Mall, visitors with pets could use the outdoor walkway from the sheltered drop-off point (pictured) to access the event. (Photo: Tanglin Mall)
Temporary operational changes are often introduced to facilitate crowd flow, such as designated lifts, access routes and entry points to help owners and their pets move more easily between carparks and activity areas.
Pets are required to remain in carriers or strollers, with access limited to designated routes only.
Signage and staff reminders encourage attendees to practise responsible pet ownership, including leash etiquette, hygiene and seeking consent before interactions.
"There's quite a bit of coordination involved behind the scenes," Tho says. "We want to ensure the experience is enjoyable and comfortable for shoppers, pet owners, and the pets themselves."
Pet-friendly programming may leave a more lasting mark on retail spaces through permanent amenities and design features.
This year, Allgreen introduced two water fountains — one for animals and another for humans — at Pasir Ris Mall’s central greenway on the second storey, after noticing that people were regularly taking their pets out for walks at the outdoor space.
The group is continuing to explore additional pet-friendly touchpoints where suitable, as part of its efforts to improve the overall mall experience.
Past line-ups have included live music and caricatures. (Photos: Pasir Ris Mall)
The positive response to recent activations will be taken into "strong consideration" as Allgreen plans future community engagement initiatives, Tho says.
As malls compete increasingly on experience rather than tenant mix alone, pet-friendly amenities and events could become another way for landlords to differentiate their properties and strengthen ties with shoppers.
For Allgreen, such programming is one way to create "more engaging and welcoming spaces" while building stronger relationships with everyday shoppers through shared experiences and community-driven activities, says Tho.
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